References

What are the current trends in sponsorship?

Incorporating social media tools. Associating with popular events, clubs and personalities can provide immediate social media contacts.

Content is now a key objective. With the fragmentation of media and development of multiple TV channels, many sponsorships have become synonymous with exclusive content.

Brands have started to develop and own sponsorship platforms, rather than buying off- the-shelf packages from rights holders. Red Bull is an excellent example of a brand creating and owning its own sponsorships.